eric relaunches triathlon brand
eric has completed a brand overhaul for Aropec, repositioning the triathlon brand with a new look and feel, brand identity, website and content assets across all channels.
Focusing in on everyday triathletes, at the centre of the Aropec relaunch was the Real Athletes campaign using competitors at the grassroots of the sport instead of elite athletes. “Aropec had previously been trying to compete with more well-known brands who would throw money at bigname endorsements, but it made more sense to align with those that demonstrate the everyday spirit of the sport,” explains Alex Mead, eric’s content director. “Aropec is perfectly aligned with weekend warriors who hold down demanding jobs yet still find the time to compete and train in the sport they love.”
The stars of the campaign were found via a social media campaign and include 43-year-old Barbara Wootton, who works in HR; 30-year-old Joel Stephens, who works in financial operations, and 35-year-old personal trainer Victoria Landi. “eric really captured the essence of triathlon with this campaign,” says Tony Rowe, director, Aropec. “They got to the heart of what our customers are about, a genuine love for the sport, and delivered it in a stunning campaign that really strikes a chord with not only triathletes but those that want to give triathlon a go. From a practical point of view, eric also made the new website much more easy to navigate and visually brought together all our of communications.”
Running across all channels and in print over the course of the triathlon season, the content has also been rolled out at exhibitions including the Daily Telegraph Triathlon Show London and on the new Aropec website.
To ensure consistency across all platforms, eric not only created the multi-platform content assets (including video, photography, copy and animation), but also designed the website, event stands, digital and print adverts and brochure.
Although just over a year old, content marketing agency eric has already delivered multi-platform content and strategy to a wide range of clients including Rhino, The North Face, Cigna, Golf Traveller, Crabtree & Evelyn, Crafty Devil Brewing Co. and New Zealand Rugby. eric has also recently launched Rugby, a print quarterly - Rugby Journal.